Supporting programmatic advertising's evolution

Programmatic advertising already accounts for around half of all online display advertising and it is forecast to continue growing in the coming years. Interestingly, however, where this growth comes from is set to change significantly. Programmatic Direct is set to account for much of the growth – whereby deals are negotiated directly between media buyer and seller, but automation is still leveraged for the sake of efficiency.This will have the happy consequence of publishers actually seeing the bulk of ad spend filtering down to them, whereas at present much of it is instead swallowed up by the ad tech.

However, for programmatic advertising to evolve in this direction it faces three key challenges that it must overcome.